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2017 Advertising Expenditures in Japan: Detailed Analysis of Expenditures on Internet Advertising Media

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March 28, 2018

-- Detailed analysis of spending on Internet advertising media jointly carried out by D2C Inc., Cyber Communications Inc. and Dentsu Inc. --

- Display advertising and paid search advertising accounted for approximately 80% of all Internet advertising media expenditures in 2017.
- Video advertising expenditures totaled 115.5 billion yen in 2017, and are forecast to rise to approximately 160.0 billion yen in 2018.
- In 2018, Internet advertising media expenditures overall are forecast to exceed 1,400.0 billion yen, with mobile advertising estimated to account for 1,000.0 billion yen of that total.

Three companies in the Dentsu Group have released a survey titled "2017 Advertising Expenditures in Japan: Detailed Analysis of Expenditures on Internet Advertising Media." This survey analyzes the results of "2017 Advertising Expenditures in Japan"--published by Dentsu in February 2018--and further breaks down data on Internet advertising media spending. The analysis presents data according to such variables as ad category, method of transaction, and type of device on which ads were viewed. Furthermore, it also includes forecasts for 2018.

Advertising expenditures in Japan totaled 6,390.7 billion yen in 2017. Within that total, spending on Internet advertising media continued to grow at a robust pace, amounting to 1,220.6 billion yen (a 17.6% increase compared with the previous year). The shape of Internet advertising is continuously changing, driven by such factors as evolution of the communication environment and devices, changes in platforms, and advances in ad technology. In this survey, Dentsu Inc., together with D2C Inc. and Cyber Communications Inc.--two companies in the Dentsu Group specializing in the Internet advertising sphere--analyzed Internet advertising expenditures by ad category, transaction method and type of device. This type of analysis has not previously been included in the "Advertising Expenditures in Japan" report.
Since 2015, D2C Inc. and Cyber Communications Inc. have published their own original research report, titled "Estimation of the Size of the Internet Advertising Market." However, from this year the two companies have teamed up with Dentsu Inc. to conduct detailed analysis of spending on Internet advertising media reported in "Advertising Expenditures in Japan." This new research was carried out using revised research content and methodology.

Key Points of "2017 Advertising Expenditures in Japan: Detailed Analysis of Expenditures on Internet Advertising Media"
1. Within Internet advertising media expenditures, display advertising (40.9%) and paid search advertising (39.6%) accounted for approximately 80% of the total. Video advertising amounted to 115.5 billion yen, accounting for 9.5% of the total.
2. When analyzed by transaction method, performance-based advertising accounted for 77.0%, reserved advertising accounted for 14.4%, and affiliate advertising accounted for 8.6%.
3. When analyzed by device, mobile advertising accounted for 68.1%, and desktop advertising accounted for 31.9%.
4. In 2018, Internet advertising media expenditures in Japan are forecast to exceed 1,400.0 billion yen. Within that total, mobile advertising is forecast to surpass 1,000.0 billion yen.
5. Video advertising in 2018 is forecast to grow to approximately 160.0 billion yen.

For further details, please see the attached PDF file.

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